Västerbottensost
Graphic and Packaging Design
2019 - Umea Institute of Design
in co-operation with Västerbottensost
Västerbottensost approached us with the task to design a branding strategy and packaging for their new premium product, a 165g center piece cheese.
For this project we worked as a group of four, consistent of Trang Nguyen Thuy, Manjari Kariyawasam, Magdalena J. and myself.
Together we analysed the brand, its rich history and what makes Västerbottensost so unique. We tested our research in a market survey in Umea and developed our concept according to the findings of the study and the company's product placement plans.
The project duration was one week.
Brand Values
A product of premium quality
Good for Norrland and its farmers
Unique taste and production
Sustainability
Interesting Facts
Mystery
The Västerbottensost recipe is a great secret and only passed
down from Cheese-Master to Cheese-Master
Quality
Only the finest milk from the northern region of Sweden is used for Västerbottensost, and the cheese has to mature for
14 months minimum
Cheese-Master
Thomas Rubin has been the Cheese-Master for Västerbottensost for 40 years, he tastes and signs of each batch before it leaves the facility
Location
The distinct Västerbottensost taste can only be achieve in the facilities of Burträsk, and nowhere else to this date
Research
Highly satisfied and loyal customers
Seasonal market share
Expansion to overseas
Cheese can only be produced in Burträsk
Strength
Weakness
Opportunity
Threat
Problem Definition
Create a packaging for the new Västerbottensost 165g center-piece cheese that conveys a message of luxury combined with premium quality.
The Logo and Graphics
We recommended a new sub-logo and color palate to differentiate the new product range. The heart in the logo refers to center-piece of the cheese or the heart piece as it is called. The packaging contains the most important information, like Cheese-Master's signature, the Swedish flag and a reference that Västerbottensost is a supplier to the royal Swedish house.
The outer packaging design
The packaging is brighter and held beige and gold combined to communicates the luxurious nature of the product.
In addition it will be better visible in the stores than the currently black one. The outer packaging contains the more delicate glass container with the cheese.
The inner packaging - a glass serving
The inner packaging is made of glass and wood. The wood represents the nature of the northern Swedish region of Västerbotten. It also functions as a serving and and storage container once the cheese is opened. The wooden bottom is engraved with the original Västerbottensost logo.
The wrapping paper
The delicate cheese is wrapped in a bees wax environmentally friendly paper . At the center of the wrapping paper right were the cheese is placed it contains a little story about Västerbottensost. The paper also represents a loaf of cheese and the story is placed in the center, which visualizes which part of the cheese the consumer is holding in their hands.
